Reputation Management in Hospitality: A Full Academic Chapter
A Strategic Framework for Managing Digital Reputation in Modern Hotels 1. Introduction In the digital era, a hotel’s reputation has become one of its most valuable intangible assets. Unlike traditional word‑of‑mouth, today’s reputation is shaped publicly, instantly, and globally through online platforms. This shift has transformed reputation management from a reactive customer‑service task into a strategic, data‑driven discipline that influences revenue, brand positioning, and operational decisions. Hotels in Sweden and across Europe now rely on AI‑powered review aggregators, sentiment analytics, and automated response systems to maintain competitive visibility and guest trust. 2. The Digital Reputation Ecosystem Reputation in hospitality is shaped by multiple interconnected channels: 2.1 Review Platforms Google Reviews TripAdvisor Booking.com Expedia Trustpilot These platforms influence: Search ranking OTA visibility Guest booking decisions 2.2 Social Media Instagram TikTok Face...